Dairy in the Diaspora: Israeli firm's cottage cheese to hit US market

The Muuna brand is the first step in developing Tnuva's dairy business in the US market as a growth engine for the group.

By GLOBES
August 14, 2016 15:48
1 minute read.
cottage cheese

Tnuva's new American marketed cottage cheese. (photo credit: TNUVA/FACEBOOK)

 
X

Dear Reader,
As you can imagine, more people are reading The Jerusalem Post than ever before. Nevertheless, traditional business models are no longer sustainable and high-quality publications, like ours, are being forced to look for new ways to keep going. Unlike many other news organizations, we have not put up a paywall. We want to keep our journalism open and accessible and be able to keep providing you with news and analyses from the frontlines of Israel, the Middle East and the Jewish World.

As one of our loyal readers, we ask you to be our partner.

For $5 a month you will receive access to the following:

  • A user experience almost completely free of ads
  • Access to our Premium Section
  • Content from the award-winning Jerusalem Report and our monthly magazine to learn Hebrew - Ivrit
  • A brand new ePaper featuring the daily newspaper as it appears in print in Israel

Help us grow and continue telling Israel’s story to the world.

Thank you,

Ronit Hasin-Hochman, CEO, Jerusalem Post Group
Yaakov Katz, Editor-in-Chief

UPGRADE YOUR JPOST EXPERIENCE FOR 5$ PER MONTH Show me later

Tnuva Food Industries Ltd. is trying to bring Israeli cottage cheese to the US. The company Thursday announced the launching of its cottage cheese there under the Muuna brand.

Tnuva CEO Eyal Malis said that this was the first step in the development of Tnuva's dairy business in the US market as a growth engine for the group. "One of Tnuva's growth engines in the coming years is the development of its overseas activity, together with its business in Israel. Muuna cottage cheese is an important part of entering new overseas markets," Malis said.

Be the first to know - Join our Facebook page.


Eyal Malis Tnuva CEO unveils streamlining plan Tnuva picture: Tamar Mitzpi Tnuva's performance disappoints Bright Food Tnuva has been active in the US market for a decade, but is now planning to market its products to the general market. If its plan succeeds, the potential will be huge. On the other hand, there are many international dairy companies operating in the US, and penetration of the US market by Israeli brands involves many difficulties and costs, including building brand names, educating the market, etc.

The new cottage cheese will be marketed gradually to retail chains in the US northeast in cities such as New York and Boston, followed later by other regions. The formula is not identical to cottage cheese in Israel; it has been adapted to the US consumer. The cottage cheese is being produced in a dairy in Minnesota.


Muuna will be sold initially in two series: ordinary 4% fat cottage cheese, and flavored 2% fat cottage cheese with fruit in the bottom of the container (strawberry, pineapple, blueberry, peach, and mango) a product regarded as preferable for the US consumer. The cottage cheese will be sold in 150-gram and 450-gram packages.

Together with Muuna, Tnuva will continue its marketing in the kosher food market.

Join Jerusalem Post Premium Plus now for just $5 and upgrade your experience with an ads-free website and exclusive content. Click here>>

Related Content

Workers strike outside of the Teva building in Jerusalem, December 2017
December 18, 2017
Workers make explosive threats as massive Teva layoff strikes continue

By MAX SCHINDLER